Oct 05, 2017 Oracle Service Addresses Customer Experience Frustration
One of the most promising announcements coming out of Oracle OpenWorld this week was Live Experience Cloud, which aims to transform the customer experience journey from one that is disjointed and time-consuming to one that is seamless and quick.
Live Experience is a cloud-based service that lets companies add widgets into selected parts of a customer journey, asking them if they need help. On the other side is an agent portal. The service intelligently routes customers across various channels without losing the context of the journey, or data that resides inside the app.
What I like about this service is that it addresses a core business goal of digital transformation initiatives: to improve the customer experience. In fact, 67% of companies cite customer experience improvement as the ultimate goal of their digital transformation strategy.
But think about the inherent problems associated with today’s interactions, using this example: Suppose you have recently bought a washing machine, and it’s not working properly. You may go online, log into your account at the home improvement store where you bought the machine, and review the order to find a troubleshooting guide, order numbers, and phone numbers.
After reviewing the troubleshooting guide without success, you call the store from which you bought the machine. Whether from mobile device, laptop, or landline doesn’t matter; the contact center has no context about the order you have just looked up because the call does not come from inside the app from the home improvement store. After being on hold and transferred three times, you learn you were supposed to call the manufacturer. You get that number and call, only to wait on hold and be transferred two more times. By the time you reach a human, he needs your order number.
Now you have to go back online, find your order again, and determine which of the 4 different numbers on this order to provide. Once that happens, he says a service rep must come out, and schedules a call for next week. Great. No washing clothes this week.
Time consuming and frustrating, to say the least.
How could that interaction change? From your mobile device, while near the washing machine, you open your home improvement store mobile app, and click on your order to view the troubleshooting guide. Shortly thereafter, a screen pops asking if you would like to chat. You click, “Yes.” The bot that has reached out can see you have just ordered a washing machine, and it has all of the order information. It asks what the problem is, and you say: “The machine won’t fill with water.”
Since it realizes you are a new customer, it immediately connects you to a live rep to help with the issue. Unbeknownst to you, this rep is not from the store but directly from the manufacturer. He asks if you can shift to a live, two-way video call. You agree. Once the video starts, the rep asks you to put the camera near a valve at the back of the machine. Sure enough, the value is turned off. The rep can take a screen shot of the video, annotate the valve, and tell you which direction to turn it and how far. He then can stay on the video to make sure the washing machine starts working.
Scenario 1: Multiple transfers and hold times, no resolution, and another week before a service person can address the issue live—increasing frustration for the customer and costs for the manufacturer.
Scenario 2: One transfer, no hold times, and quick, visual resolution that you were able to fix immediately—delighting the customer and reducing costs for the manufacturer.
By implementing the widget inside the home improvement store’s app, any communications retain all the context from the app and your account. That alone drastically improves the customer experience.
Because each interaction is recorded, customers or agents can review it in the future. The customer may want to review information from the call, and the agent may want to use it for training. Analytics can track how well the service is helping to improve CSAT scores, upsell, and other traditional Key Performance Indicators.
The service makes customer interactions sophisticated, yet seamless and simple from their perspective. Combined with a myriad of other cloud-based capabilities from Oracle, the ecosystem merits evaluation from those looking to improve CX.